Overall rating: 4.6/5
Aviva is one of the UK's largest insurers and offers a comprehensive range of life insurance products. Known for competitive pricing, a strong digital platform, and a well-regarded claims process.
Who is Aviva?
Aviva is one of the UK's leading insurance providers, offering a range of protection products to individuals and businesses. They are authorised and regulated by the Financial Conduct Authority (FCA) and the Prudential Regulation Authority (PRA).
Aviva Life Insurance — key features
- Very competitive premiums, particularly for younger applicants
- Strong digital experience — policies can be managed online
- Excellent claims payout record — consistently above 98%
- Offers a wide range of additional benefits including bereavement support
- Policies available with or without critical illness cover
Things to consider
- Application can be lengthy for non-standard profiles
- Some customers report friction during the underwriting process
- Not always the cheapest for older applicants or complex health histories
How does Aviva compare?
While Aviva is a strong provider, the best life insurance policy for you depends on your age, health, occupation, and financial commitments. We always recommend comparing the whole market — Aviva may or may not be the best option for your specific profile.
Claims performance
Aviva publishes annual claims statistics showing their payout rates. Major UK insurers typically pay out 97–99% of life insurance claims and 90–95% of critical illness claims. Always check the latest published data before buying.
Should I choose Aviva?
Aviva is a reputable, established insurer with a strong track record. However, the right insurer for you depends on your specific circumstances — particularly if you have any health conditions or a non-standard occupation. Use our comparison tool to see how Aviva compares across the whole market.
Frequently Asked Questions
Aviva is one of the UK's most established insurers with strong financial ratings and a good claims payout record. Whether it's the best option for you depends on your age, health, and needs — always compare the full market.
Contact Aviva directly using the claims number on your policy documents. For life insurance claims, your beneficiaries or executor will need to notify the insurer and provide a death certificate and policy details.
Yes — most policies have a 30-day cooling-off period after purchase. After that, you can cancel at any time, though you will lose your cover and any premiums paid will not be refunded.